Brian Koz
Brian Koz is one half of the ‘dynamic duo’ Dr Mike & Koz. Dr Mike Woo-Ming has been behind the scenes many famous Internet Marketing products, likewise Brian’s immense experience in Internet Marketing was demonstrated throughout his solo presentation at Dreamlife 2009 in Melbourne, Australia.
Beginning his presentation on the same theme that Stephen Pierce made famous, Micro-Niche, Brian uses the example of Search Engine Optimization to describe how micro-niches can be formed from the broader SEO niche to the sub niches of Article Writing, Directory Submission, Commenting and Link Building. Of course with SEO there is content and relevance scoring as well, but that didn’t get a mention in Brian’s talk.
The reason given for selecting a micro-niche was that you were able to create a product with a higher perceived value. The example given for this particular statement was ferrets. Anyone who has ever owned a ferret would know that they are stinky. Brian Koz says that you would be better to sell an eBook specifically to stop your ferret smelling than a book about the parent niche of ferrets.
Another interesting point made in Brian’s talk was the expression of the concept whereby people have no interest in learning the subject but instead that they see value only in fixing their problems. He again used the example of ferrets where you wouldn’t bother selling an eBook on toilet training ferrets instead selling the fix the smelly ferret problem directly.
Another strategy recommended by Brain Koz is to purchase under-performing websites that suffer from the problems just mentioned and redoing them to correct this. By increasing the conversions through focusing on the micro-niche of a problem with commercial value you can add quick value.
Yet another strategy was to perform this same strategy on popular software produced by unfortunate developers who are not willing or able to fully monetize their software. The example he gave was generalized however it went like this: Find a popular software on download dot com that you can tweak in to a commercially valuable product, offer the developer a small amount for full rights to the code and white label rights. Then repackage the tweaked product in to the money niche you identified before you found the software.
In summary Brian Koz is clearly an extremely smart businessman as well as decent person I’d be happy to recommend as a coach or consultant.
